Jon Stevens "Everyones a rock star these days"

"Everyones a rock star these days" muses Australian/New Zealand rock legend Jon Stevens. 

 

Take a peek at Jon's insight into how to break into the music industry.

 

Job Description

I wouldn’t describe it as a job really.  For me it’s something that comes natural and normal – and it’s exciting.  I’ve had normal jobs when I was young and I got fired from every single one of them.

1st Album (bought or given)…

The first single I ever bought was Lean On Me by Bill Withers. The first album I don’t recall because I worked in EMI Records in the pressing plant, so we used to get a lot of free stuff.

1st Gig…

On Mum & Dad’s lawn out the front of our house.  My brother Frank’s band – The Insects – they use to rehearse on the front lawn with drums, guitar amps and things. That was 1965.

Early Influences (musical or other)…

Everything my brothers, sisters, mum and dad were listening to…the British Invasion, Motown, Stax, Mahalia Jackson, Perry Como, Tom Jones.  I was the 11^th child, so I had no control over what was on the record player.

Years In Industry…

My first record came out in 1979 [32 years ago].

Have you had or do you have a mentor…

No I never had a mentor as such.  I started so young.  I had my first band when I was 12 at school, so maybe everyone I ever played with were mentors of sorts. We were all learning together.

First industry experiences: recording and performing live…

Singing in front of family and friends [is] my first memory and Dad would sling us 20c.  Then performing live at school assembly when I was 12.  When I was 15 years old, my sisters and I won a talent contest - we won $1000!  It was good enough to get me noticed by the A&R guy at EMI Records. They offered me a record contract and I said nah.  Then a year later he was working in the studios and he remembered me and got me to sing some demos and one of them was “Jezebel” and then it went from there.

How do you break into the Industry…

I’m still trying to break into the industry!  “Jezebel” went number 1 within three weeks and suddenly I’m famous, but I wasn’t even interested.  It was a strange time.  I was from a small town you know.  The record company took me out to dinner and there were 3 forks, 3 knives, a couple of spoons – I didn’t know what to do, so I didn’t eat.  So it’s been pretty whirlwind ever since.

Legal Advice: when is the right time to get it & what are you looking for…

I had no legal advice. CBS Records, who are now Sony Music put out the record and I wasn’t even signed.  Maybe it was a spirit of the times and how people worked.  When I put another record out I still wasn’t signed and that became number one as well. I was green.  I had no one looking after me.  Now days, the music industry is littered with what to do and what not to do, but kids being exploited is still the norm.

Management: they find you or you find them…

The same guy that got me in the studio at 15 ended up becoming my manager.  A guy called Danny Ryan.

Indy or Major: preference & how do you get that first recording deal…

I don’t think there is a difference these days – it’s just a label really isn’t it.  People are making music and putting it out on iTunes or their facebook site. Everyone’s a rock star nowadays. You just have to come up with a concept that excites everyone.

Booking Agent: do it yourself or how do you get one…

I had a dream start really and I had people looking after that stuff but when things went a bit sour & I looked around to who was doing what.  You need people you can trust and tell you the truth.  Today kids are going on these TV shows to be famous, but then what – they either have a career or fall by the wayside and 98% of them fall by the wayside.

Touring: how do you build your fan base and most memorable 'on the road' moment so far…

Back in the 80s it was all about playing live. The pub rock thing! That’s where we learnt our craft and how to stand on our own two feet because you get on a stage and perform in front of 10 people, 100 people, 1000 people and you have to deliver. You have to learn how to deliver every night. even when you are as sick as a dog – you have to pull it out.

Media: how do you find your audience - traditional, social or both…

I don’t even know who my fans are. The media is such a broad thing. I guess because of the generational shift of kids all connected with facebook and twitter – they have massive followings. Australian music was always about being played on radio, but radio doesn’t play Australian music anymore. They play old Australian music, but do they play any new stuff? - I don’t know.  They certainly don’t play any of mine! For radio it all seems to be about advertising, music is secondary

First Music Video: what should you spend & how do you find a director

How long is a piece of string.  Back then everyone was on big budgets.  That’s how you gauged your success - by how much money you could spend. A pity you never made any.  Today it’s all streamlined, you make a YouTube video in your bedroom and maybe it will go viral.  There are no rules and no guarantees – that’s exciting.

With directors, we worked with the cats of the day – who are now making Hollywood films. In the beginning everyone is finding their art.  Young filmmakers end up pairing up with young musicians because you have to start somewhere.

Publishing: biggest pro & biggest con, plus how much was your first royalty cheque…

My first publishing deal was 50/50 and that was pretty damn good at the time, but they had ownership of copyright for like forever.  [First royalty cheque?] Not very much.

Ownership is everything. It’s your intellectual property. You created it you should own it. The key word is licensing.  When you license something you still own it and you’re just lending it to someone for a fee and time you negotiate, but it’s going to come back to you.

O/S: When is the right time to go & how do you fund it…

It was a big thing to go overseas.  I think the music mattered a lot more back in the 80’s. You could gauge the way you were travelling by the amount of work you were doing in the world.  Now days it just doesn’t matter.  You could be sitting in your bedroom and put something out on YouTube and suddenly 20 million people are tuned into you.

Career High…

To still be doing it.

Career Low…

There is no career low because I’ve been treading my own path from the beginning.  Just be true to yourself.

Rockstar Moment…

In life or death?  Playing at Wembley … or oh, shit I’m going to die here! [in reference to his emergency heart operation in 2009]. Everyone’s a rock star these days!

Top 3 Sound Advice Tips for new artist's trying to break into the industry…

Be true to yourself always.  Do what you want to do. Don’t hurt nobody on the way up and don’t hurt anyone on the way down.  Do what you’re compelled to do.  Hard work pays off always and is where you find your true self.  You go through the ups & the downs – that’s what makes us human.

The music industry is changing rapidly. What direction do you see it heading…

I have no idea. I haven’t got a clue. All I know is I play 3,4,5,6 times a week and my shows sell out with no records and no promotion and people still come and see me. Why? I don’t know, because they like live music and they want to see someone who can play live.

Music is just being taken and the next generation expects it for free. First it was raped and pillaged by the record labels, now its raped and pillaged by the world in general.  The next generation expects it for free because they’ve been given it for free.  We shouldn’t have art for free.

What are you currently working on…

[New album “Testify!”] People want to talk to me and play the record, but will they program it?  Probably not, because it doesn’t suit their format.  But they play my old shit!  It’s all about advertising, not music.